Tesco: Fresh & Easy Neighbourhood Market

Tesco’s expansion into the US grocery market was never going to be easy - it couldn’t simply import a successful UK format and expect results.

Tesco: Fresh & Easy Neighbourhood Market

Packaging

own brand - food

P&W Design

Entered: 3rd June 2010

EXECUTIVE SUMMARY

This is the story of Fresh & Easy Neighborhood market, Tesco's US venture and how the packaging design of it's own brand played a pivotal role in building customer loyalty and changing the spending patterns and habits of US consumers who are usually heavily brand loyal.

Not a Tesco format taken to the US, everything was built & created from the ground up, small format stores in local neighborhoods with local suppliers where possible and completely new branding and...

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